sample radio commercials ads spots

Some New Radio Commercials / Spots

 

I just wanted to share that I uploaded 9 new radio ads on my “sample” page.

Click Here…   Sample Radio Ads / Commercials / Spots

On 3 of them, I recorded 3 guys (business partners) separately on different days (because they’re busy dudes) from the scripts I wrote, edited the audio, and put them together. A little tricky to do dialogue sometimes without it sounding too lame. Adding humor helps. They’ll definitely stand out. Another new one is a biz owner… and a testimonial. Some are from recording biz owner off the cuff, then editing down. Another is the use of the biz owner and sound effects.

My “warm and fuzzies” come from creating great ads that help good, local business owners help more people.

sample radio commercials ads spots

You Are Not Special – Or Are You?

You’re thinking, “Damn right we’re special.  People love us!”

That’s awesome if you have customers who love you. You should work really hard to keep it that way!  But what about Non-Customers? Do they love you?  Nope.  They couldn’t care less.  Especially, if they barely know you exist. Especially, if they know nothing about you. Especially, if they are content doing business with your competition right now.

So, what’s the main goal in your advertising investment?

It’s to get RESULTS, right?  Sure.  But HOW do you get results?

Throw a bunch of money at different advertising packages and “deals”… and see what sticks!  Wha?  Nooooooo!  Don’t do that.  I want to help you get a phenomenal return on your advertising.  And that does NOT come by shooting from the hip…

Yosemite-Sam-Quotes-300x281

Looney Toons legend: Yosemite Sam

BOOM!  Die, Varmint!

You’ll be disappointed. And you’ll waste a lot of money.

Back to the question of the hour. HOW do you get advertising results?!!!!!

The answer is in the title.

You must prove to the public that you’re special. PROVE to them… that you’re SPECIAL. Easier said than done though, right?

You can’t just throw up all over people, saying that you’re special and that you’re the best, and you’re “quality”, and a bunch of other horseshit that YOU know is true… but that nobody else believes. They may believe you some day. But first you have to PROVE it to them that you’re special.

Proof.

It’s in the pudding.

Meaning, you need to help your customers “taste” what you have to offer that’s better than what they’re chewing on now. What’s so great about your competition? What’s the big deal that they’re talking about? Probably nothing. They’re most likely just holding up a sign and yelling about who, what, and where they are. That gives YOU an opportunity to POUNCE!

This is where the “strategy” part of your advertising plan comes in. (Want help with strategy? It’s my specialty.)

Take that SPECIAL thing about you in which your competition can’t claim or not talking about. Then, you shine a light on that special thing, so that when the public thinks about your product or service, they INSIST on getting that special thing that you offer. And when they think of it, you want them to think of YOU.

Good advertising is not something as simple as “branding”. Good advertising is making friends with your prospective customers. FRIENDS are much more likely to do business with you that someone who doesn’t know you. So, start your advertising with the idea that you’re trying to make a new friend. Think about that. It’s not branding. It’s more like bonding. It’s being helpful, vulnerable, sincere, and human. That’s what it is.

Take that “special thing” about your awesome local business and weave it throughout a story that you tell the public. The special thing about you is the LOGIC side of your advertising. And the “friendly” part of your advertising is all of the rest. It’s the STORY. It’s the humble and caring part of you. It’s the reason why you love what you do. It’s the passion.  OR… is all of that a great big PART of what makes you SPECIAL?  Hmmmm.  I’d say that you may be on to something!  : )

Need help writing that advertisement? That’s what I love to do. I love to sift through the good, bad, and what your future customer truly cares about (because it’s about them, right?)  And then, we come up with a strategy and radio advertising plan that has immense potential.  A plan that will put you at the forefront of people’s minds. Not because you’re spending the most, but because you’re saying the right things in your ads. You’re proving to people how you will be their superstar.

Then, pretty soon… you have a bunch of new FRIENDS, who think you are SPECIAL, and are ready to be YOUR CUSTOMER.  

And dang, that’s really cool when it all comes together. I have a healthy handful of clients in and around Sioux Falls who would love to tell you about their experience with me and Results Radio. I’d be happy to get you their contact info.

Let me know if you’d like to have a conversation about this sort of stuff.

Have a groovy day!

_MG_8555 252kb

 

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

 

 

Emotionally Engaging Advertising

How emotionally engaging was the last digital ad you saw?

Everything Apple, iMac, iPhone, iPad, Macbook And Apple Watch

Photo by Stokpic

Not very, right?

I’m not saying digital ads have no benefit… I’m just saying they don’t have much on their own.

A good radio campaign will engage your prospect emotionally.

First, let’s understand why emotion in advertising is king.  If we didn’t buy emotionally… every person would drive the ugliest, cheapest car that effectively got them from Point A to Point B.  We would all wear the same generic shirts, pants, and shoes.  We would never get excited about a new 60-inch TV, we would just say, “That’s overkill.  It’s unnecessary.”

But you know that’s not who we are.  Emotion is involved in almost every decision we make.

Back to emotion in advertising…

Doesn’t it make sense that we create ads that are emotionally engaging, then?  Of course it does.  Yes, a picture can create emotion… but what happens when a voice tells us a story and engages us in something that we can relate to?  What happens when you put the proper music to match the mood we’re trying to set?  Theater.  And that’s what good radio is… a theater of the mind.

Logic in ads can only go so far.  Emotion is what will take it farther than you thought was possible.  But what if you’re a pencil pushing, logical, type of business owner?  About half of you are.  Well, that just makes my job a little tougher is all.  I have to convince you that people are emotional beings and that you’re going to get more bang for your buck if you choose advertising options that can deliver an emotional and engaging message.

How easy is it to dismiss a digital ad?  Pretty easy.  That’s why you have to put even more work into digital ad “creative”.  And your digital ad should just be another memory anchor of your “sound” advertising.  You know… the emotional kind.  It should all work together.

Not satisfied with your digital advertising immediate results?  Stop trying to make people buy now.  Be yourself, be sincere, be emotional… and people will begin to remember you and eventually love you and do business with you.  You can’t force success.  It’s earned.  It’s for sure not a magical “digital” formula.

Whenever you’re asked to buy any kind of online or offline advertising, just ask yourself:  Is it emotionally engaging?

Duane Christensen

Results Radio Townsquare Media – Sioux Falls, SD

P.S.  I actually sell and create digital ads and campaigns (not just radio).  But I’ve never sold them by themselves without an emotionally engaging radio advertising strategy to be the primary driver of the complete marketing campaign.

radio sales marketing

Are Your Radio Ads “Skippable”?

When someone hears your radio ad… what do you think they do? Are they interested, entertained, or intrigued? Or are they annoyed, bored, or oblivious? There’s a great novelist and screenwriter, named Elmore Leonard, who has a quote that sums up how your radio ads need to be written. He said, “I try to leave out the parts that people skip.”

Radio Advertising for Sioux Falls

In 1972, Elmore read The Friends of Eddie Coyle by the late George V. Higgins. It inspired him to “loosen up” and not be as rigid, to get into scenes quicker; Fifty-Two Pickup, (1974) Swag, (1976) and Unknown Man No. 89 (1977) remain the essential trilogy of the Elmore Leonard sound, the setting no longer the old west, but urban Detroit.
It’s never a bad idea to “loosen up” with your radio ads.

Dude. That’s all you have to do.

The WORDS are THE MOST IMPORTANT PART OF YOUR ADVERTISING EFFORTS.

But unfortunately, most advertising you see or hear includes many “skippable” words within them. Don’t let it be yours.

How do you keep an ad from being skipped over? You have to put in the work up front. You have to do the research. You need to sit and think (yes, thinking is a lost art form – but if you get good at it, you can write your own paycheck). You have to get into the head of the people who want or need your product or service. What’s going through their mind? What do they care about? (Hint: It’s usually not how long you’ve been in business)

  • People want solutions to their problems
  • They want to buy from someone they can trust
  • They like to be entertained

And please, SKIP THE BORING AND IRRELEVANT STUFF.

So, remember those things when you’re putting your next radio ad together. If you think that radio ads are just the name of the business, a laundry list of what that business does, and the phone number 5 times, you’re going to be really upset with the lack of results you get.

“I try to leave out the parts that people skip.”   -Elmore Leonard

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, SD

605-940-7984

duane.christensen@results-radio.com

power of sound and radio advertising

The Power of Sound by DC

The Power of Sound Radio advertising has the potential to OBLITERATE the local advertising medium competition.  Part of that reason is because of the power of sound.  Sound vs. Visual.  Which is better?  Which should you choose? You’ve heard that, right?  Or thought it? “I have a visual product.  Therefore it makes absolutely perfect and logical sense to use a visual advertising medium.” Geez, it would sure be nice if advertising worked that way.  Simple.  Straightforward.  A step-by-step formula for advertising success… Sorry.  It doesn’t work that way.

Have you ever read a great article? You didn’t read the whole thing because of a picture.

Has a song ever changed your mood?

Has anyone’s words ever hurt you?

Something to think about.

My clients are getting great results because of the words we’re using in the ads… the stories we tell… and the people used to deliver that message. It’s not about a picture. It’s about creating pictures in people’s minds… with words.

SIOUX FALLS RADIO ADVERTISING blog

Duane Christensen

(Weirdo at Results Radio Townsquare Media)

radio ads

Radio Advertising Ridiculousness

Roy Williams recently wrote a Monday Morning Memo that said…

“To accomplish the miraculous

you must attempt the ridiculous.

Before you attempt the ridiculous

radio ads

This image is only to remind you forgetful people that Valentine’s is in a few days. You at least should get a card. Better yet, write one yourself.
Image courtesy of “Stuart Miles” / FreeDigitalPhotos.net

you must announce it to the world.

If you don’t have the courage to announce it,
you must at least whisper it in the dark.
Because it must be spoken.
You’ve got to hear yourself say it.
And then you’ve got to take action.

Are you sufficiently ridiculous to do this?”

This was taken directly from his memo.  Click here to read the whole thing.  I forwarded that memo on to a few people whom I know are just a little bit crazy and just a little bit genius.  And I told them that I admired them for that… and I that hope to be those things some day.

There is no way in hell that I will ever make a real difference to anyone if I decide to “play it safe” every time and not be a little bit crazy.  Whether I’m writing a blog or writing a radio ad, I better not ever sell out.  I better not ever be someone who I’m not.  I’ve made it this far and have become somewhat successful because I tend to move to the beat of a different drum.  And that’s OK, right?  If it’s not.  I’ll move along.

Did you hear what Sam Smith said at the Grammys last night?  He said,

“Before I made this record I was doing everything to try and get my music heard. I tried to lose weight and I was making awful music. It was only until I started to be myself that the music started to flow and people started to listen.”

Did you catch that?  Only when he started to be himself

And it’s a good thing that the Brits only care about “the voice”… unlike America where all the singers have to be pretty.  No, Sam Smith is not a super model.  He’s a great singer.  He’s a human being.  And he figured out that all he had to do was be himself.

Why is this post called Radio Advertising Ridiculousness?  Well, it started out about Roy Williams’ Monday Morning Memo called Are You Sufficiently Ridiculous.  But it turned into a bit of ridiculousness from me.  I guess if I’m not being different (in a pretty big way) from the other 200 advertising “executives” or salespeople in my town, I’m not going to be happy.  I’m not going to be as successful as I want to be.

I think I hold back.

I think I care what people think too much.

On the other hand, I’m not a complete “follower”.  And I think that scares people in power.  I think that makes them nervous.  And for what?  Life is too frickin’ short ain’t it?

So, when you want advertising that is going to be different enough from the other 5000 advertising messages being HURLED at people EVERY SINGLE DAY… to actually make an impact… then I’d like to sit down and chat with you. 

Would you like to forge ahead of your competition?  Would you like to be the pioneer who isn’t afraid to get the attention needed to grow your business?  Hey… me too.

Radio advertising doesn’t have to be ridiculous… you just need your radio ad writer to be!

Duane Christensen

SIOUX FALLS RADIO ADVERTISING blog

(Head pencil sharpener at Results Radio Townsquare Media)

Radio Advertising’s Superpower: What Can It Do For You?

radio advertising

Image courtesy of “vectorolie” / FreeDigitalPhotos.net

Radio advertising’s superpower is long-term branding for a business. When a local Sioux Falls business wants to build a brand, be remembered, and reach a lot of people, there is nothing better than a good, consistent radio advertising campaign. Warning: You can’t release just any kind of radio ads out into the world…it has to be well-thought-out and strategic (which is our specialty). So, what can a consistent radio advertising plan do for you? Let’s get right to it. You like lists, right?

1) Awareness of your business. You become a choice to those who didn’t know about you.

2) Change perceptions about your business, service, or product…where perceptions need to be changed. Which will allow you to attract more customers and increase your sales. Duh, right?

3) Cause people to remember certain words or phrases when they need what you sell. And we anchor those words or phrases to your business name…so they contact YOU instead of a competitor.

4) Cause people to “FEEL” and “SEE” what it would be like if they were your customer. Get them to like you before they have ever bought from you.

5) Brand your business. When people think about, hear, or see your name, they KNOW WHAT YOU STAND FOR (or against)…and they feel good about that. Which immensely increases the chance YOU will be the business they choose to BUY from.

With all of the above 5 things cranking, you then get…

6) Consistent business growth. By consistently saying the right things to a whole bunch of people, you’ll keep attracting new faces. So, if you treat people right, and keep most of your current customers…your sales will continue to grow. You won’t have to wonder “how are we going to make some extra sales this month?” You won’t have to discount your services or slash prices of your products to get new business. You’ll be attracting the profitable people – not the wishy-washy ones who have to get everything on sale.

This stuff works. I have clients who’d love to tell you about it.

Let me know if you’d like to talk with me about marketing your business in the Sioux Falls area.

Radio advertising has received a bad rap by a lot of business owners. But only because they didn’t do it right. They didn’t understand radio’s superpower. And the advertising people they talked to in the past…didn’t understand how to unleash radio advertising’s superpower.

Duane Christensen

Results Radio Townsquare Media

Sioux Falls  SD

605-940-7984

duanechristensen.townsquareinteractive.com

Advertising on the Radio

Is advertising on the radio right for you?

In my experience, advertising on the radio can work wonders.  Radio can make local businesses famous.

I get calls like,

“I’m wondering what kind of ad package I can get on your stations.”

OR… they’ll ask if we have any “specials”.advertising on the radio

So, here’s what I say.  I tell them, if you’re looking for an ad package, you must already have a good strategy and the first few months of a radio campaign hammered out.  Pause.  More pause.  “Well…..I’m just looking to see what kind of rates I can get.  Because I can get some cable ads for real cheap.”  Oh, so you don’t even care if the ads work or not.  More pausing.

No…I don’t actually say things like this on the phone or in-person… I’m a little nicer or more subtle. But allow me to continue my pretend phone call…

So, after a few more questions from me, I tell the caller you can always find cheap rates…but not always find results.  If they’re interested in hearing more…I set an appointment.  If they’re not.  Then, I’ll send them to someone who’s willing to just sell cheap rates and ads that don’t work.

Is advertising on the radio right for your business?  It probably is.  Do some research on how many people listen to the radio…and how many hours a week.  I could tell you, but you won’t believe me.  The bottom line is that MOST people listen to the radio.  There’s something about free entertainment that people seem to love.  And free entertainment will never die.

Are you reaching enough people by advertising on the radio?

Ok, I’ll share some numbers with you.  Around 90% of people 13+ listen to AM/FM radio.  And that’s about 4 and a half times MORE than all other online radio options combined.  So, yes, AM/FM radio is still one of the greatest places to be with your advertising.

Now you know that radio has listeners.  A lot of them. Enough listeners to grow your business nicely.  But there’s a catch.  You can’t just throw any old twaddle onto the airwaves.  (I just learned a new word.  Twaddle.  I like it.)  The key to making your radio work is the message you communicate to the listeners.  Do they care about YOU and your business?  No.  Do they care about how you can help them?  Yes.  That’s the first thing to learn.

Oh…I forgot to tell you something.  Forget everything you’ve ever heard, seen, or read about advertising.  I’d be willing to bet what you think you know about advertising…will help put you out of business because of squandered ad budgets.

There are old rules that were once followed.  Like these…

1) Make sure your business name is mentioned at least 5 times in the ad

2) Put your phone number in the ad multiple times

3) Add your EXACT address to the ad (such as 2753 W. Doofus Blvd.)

4) Get a professional voice to make your ad sound like an ad

5) Always put music behind the voice

6) Make sure the ad sounds like a national ad

I’m sure there are a ton more…but they’re all equally ridiculous.  There is no formula for writing a radio spot.  If you want a formula, try this.  Try to make your ad NOT sound like an ad.  Why?  Because we’ve been pounded with twaddle 🙂  for years and years and decades and decades.  There are so many horrible ads hurtling towards us every day…our brain tells us to PLEASE not remember them.  Because they’re all soooo dumb and of no benefit to you.  Seriously.  Our brains are pretty smart.  It has the best built-in “crap” filters that you could never imagine.

The CHALLENGE to make your radio ads work to their FULL and OUTRAGEOUSLY ENORMOUS POTENTIAL is to fake out the brain.  You have to say things in your ads that your prospect’s brain won’t expect.  What I mean is that it can’t be predictable.  PREDICTABILITY in your radio ads will KILL your results.  That’s probably the most important thing to remember.

The problem is…you don’t know which words to use.  And you can’t begin to know which words to use until you form a smart advertising/marketing strategy.  And forming a smart strategy begins with your competition.  You have to stand apart from your competition.  Be something different.  Find a strength of yours that is not their strength (or at least they don’t advertise it) and THAT might be a superstar ad strategy for you.  Strategy formulation also trickles down into knowing WHO your customer REALLY is…and what they actually care about.  Or what they perceive to care about.

It’s tough for a business owner.  Or for an employee of a company that is “tasked” with the side duties of handling the marketing.  It’s tough because advertising and marketing isn’t what you KNOW.  You’re an entrepreneur.  I’d suggest finding an advertising guy or gal like myself (which is someone who tells you like it is – not some ad rep/order taker) and start spilling your guts to them so they can start creating a profitable strategy and advertising campaign for you.  This person must be a writer and a thinker.

Anyway…what was the question?  Sorry, I’m a smidge passionate about this stuff.

Is advertising on the radio right for a business like yours?

The answer is YES.  Advertising on the radio is good for you as long as you have something good to say.  Radio can work wonders for good businesses.  I’m a real life witness of that every day.  And radio can work all on its own.  The people are THERE.  They’re listening.  When you find the right thing to say to them…great things will happen.

And don’t be spreading your ad budget around to a bunch of different places! “Sprinkling” doesn’t work. You need to “douse” audiences. The “MEDIA MIX” talk is all B.S. You don’t have to advertise in 6 different places all around town. Start with a popular radio station (or two) …and “own” it. Make it impossible for people to have NOT heard your ad at least 3 times in 7 nights sleep! (That’s a technical / neurological thing with roots in the “Pavlov’s Dogs story” that ensures you’re doing that BRANDING thing right – but I’m not explaining all of that right now)

There are a bunch of local Sioux Falls advertisers who have put at least 85% of their total advertising budget into Radio…at Results Radio Townsquare Media. Who are they? I know you’ve heard their ads. And there’s a reason why they’re “Top Of Mind” in Sioux Falls and the surrounding 60 or 70-mile radius.

Ready? Let’s get to work!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls, South Dakota

605-940-7984

duane.christensen@results-radio.com

Radio Branding: Kicking the Crap Out of Direct Response Radio for Local Businesses

Good branding with radio has the potential to kick the crap out of direct response radio for local businesses.

So, if you’re going after that tiny slice of people who need your product or service now…you’re battling that whole slug of your competitors doing the same thing. “Gimme gimme gimme. Gimme the low-hanging fruit!” But what if you started telling people great reasons to like you and do business with you long before they’re ready to buy? Then it’s not so “noisy” out there in advertising land. For the most part, you can probably be out there by your lonesome sticking great things onto consumers’ brains. Then, when they DO need you, you’re the one they think of first and feel most confident about. 

But a good radio branding campaign takes more than “running spots” long-term.

It’s about making listeners feel good about your business…with a better, different, creative, and sincere message. 

Oh yes, it takes courage to start this. And some thought and patience. But the rewards are so worth it. 

Let me know if you’d like to learn more about this “radical” way of advertising.

I’ll even give you a list of my local clients who know exactly what I’m talking about. 

There are times you may have a need to have a sale or discount of some kind. Like getting rid of old inventory. But those price slashes and sales should be far and few between. Especially if you have a strong radio branding strategy and campaign.

And if you’re in the service biz, using radio to build a great local brand is something you should stop putting off. You were just waiting for someone to give you the help and guidance you needed, right?

There’s smart local marketing…and then there’s throwing money at things hoping and praying it sticks. Which would you rather have?

You’ll probably have a lot more Radio Questions that you’d like answered. Like “how much does radio advertising cost” or “which stations do you have”? And many more. They are all welcomed. I want you to be as comfortable as you can be about local advertising before you spend a dime.

Duane Christensen

Results Radio Townsquare Media rep

605-940-7984

http://duanechristensen.townsquareinteractive.com/

The Eagles – Great Storytellers

open book

Copyright : Ratchanida Thippayos

 

So, we saw the Eagles in Vegas. Wow.

What a great show. Well…everything except for most of Joe Walsh’s stuff. I just don’t get the “love” that so many give that guy. If you ask me, he’s rather annoying. But I could have listened to the sweet harmonies of the rest of the band all night long.

The first half of the History of the Eagles show was amazing. It started out with Don and Glen sitting in chairs with their guitars. They proceeded to tell stories in-between songs about how the band started, how they came up with some of the songs, the Desperado album, and so much more. They were a great pair of seasoned storytellers. I wish the whole show would have been like that. You could have heard a pin drop when those guys were looking back and reminiscing about the old days. We were hanging on every word they spoke.

Which brings me to your advertising. If you’re not sharing some stories in your radio ads…then you’re missing out on what could be. People don’t like to be advertised to. Well, not the way that we usually do – forcing all the wonderful things about a business down people’s throats. Gag. But when you tell an engaging story, you can sidestep the BS meter in all of us and get people to listen. You can get them to understand that you’re not like the others.

Tell a story! Share something interesting with all of us. What? You say you’re not that interesting? I disagree. Feed us some new information in story form, and we’ll listen. We will! Everyone loves a good story! But if say “Phooey!” and you opt for just giving laundry lists of dreadful features of your business, you’ll soon be jaded and say, “Radio advertising doesn’t work!” Well, I would know exactly why you said that…and would then love to prove you wrong. Actually, I have quite a few radio clients who would love to tell you about what happens when you do radio right and when you decide to share a good story. 

Tell me a story about helping someone out of a tough jam. Or about how you decided to go into this wacky business of yours. I bet a lot of people would find your stories interesting.

You don’t know what kind of story to tell? It might not come to you right away. You may need some people to brainstorm with you. You may need me to stop by and get the conversation started. I’d love to do that with you. OR… you could sit down with a guitar and pretend to be Don or Glen.

Have a great day!

Duane Christensen (radio ad writing guy / sales & marketing)

Results Radio Townsquare Media – Sioux Falls

605-940-7984